"The key to executing a successful multichannel campaign is to know your audience, help them rather than sell to them and create meaningful content that shares the brand story appropriately across channels."

Dendrite acquires Optas in $12 million deal

Pharma sales and marketing solutions company Dendrite announced today that it has acquired relationship marketing firm Optas. The acquisition is valued at $12 million and will be funded by cash, Dendrite said in a statement. Optas will be rebranded as Optas: A Divison of Dendrite International.A Dendrite spokeswoman told MM&M that no jobs will be eliminated as a result of the deal and key management posts on both sides will remain the same for the foreseeable future." "Our combined offering will enable pharma companies to reach physicians and patients with consistent messaging and campaigns driven by deep patient and physician knowledge," said Stephen Smith, chief executive of Optas, in a statement. Dendrite is "in the midst of a deliberate and logical transformation," the company said of in a statement this morning. "In the last few years, it has moved beyond its technology provider roots to become a world-class sales and marketing solutions partner to the pharmaceutical industry."Earlier this year, Dendrite acquired the compliance based solution service BuzzeoPDMA.

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